The efectiveness of using Blackpink as a celebrity endorser in the launch of the #Oreoblackpink product on the @Oreo_Indonesia instagram account

Elysia, Vina Surentang (2023) The efectiveness of using Blackpink as a celebrity endorser in the launch of the #Oreoblackpink product on the @Oreo_Indonesia instagram account. Journal of Content and Engagement: International Journal of Communication, 1 (2): 4. pp. 133-151. ISSN 2987-6745

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Abstract

Celebrity endorsers are individuals who are trusted by companies to represent a product. A promotion delivered by a popular source or celebrity will attract more attention. Blackpink is a girl group from South Korea which is popular all over the world. PT. Mondelēz Indonesia appointed Blackpink as a celebrity endorser in the launch of the Oreo x Blackpink collaboration product, using Instagram social media as the main tool for conveying messages to the audience. In order to examine the effectiveness of a celebrity endorser, the TEARS model can be used, namely: trustworthiness, expertise, attractiveness, respect, similarity. This research is a descriptive quantitative research using an online survey method. The sampling technique was purposive sampling in accordance with the specified criteria in selecting respondents who filled out the questionnaire. Based on the results of the research findings, it can be concluded that the use of Blackpink as a celebrity endorser in launching #OREOBLACKPINK on the Instagram account @oreo_indonesia is effective. The indicators that produce the highest scores are attractiveness and respect (self-esteem).

Item Type: Article
Uncontrolled Keywords: Effectiveness, Celebrity endorser, TEARS, Blackpink, Women's bands (Music), Internet personalities, Mobile apps, Electronic commerce, Viral marketing
Subjects: Communication > Communication & Information Theory
Urban & Regional Technology & Development > Recreation
Economics and Business > Consumer Affairs
Depositing User: Djaenudin djae Mohamad
Date Deposited: 24 Sep 2024 08:10
Last Modified: 24 Sep 2024 08:10
URI: https://karya.brin.go.id/id/eprint/33990

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